Research On Social Media Burnout And User Transfer Behavior

According to the operating data in tencent's second quarter and interim financial report 2018,the number of monthly active QQ accounts was 803 million,down 5.5% from the same period last year.We Chat and We Chat's combined monthly active accounts reached 1.058 billion,up 9.9 percent from the same period last year.Under the circumstance of little change in the overall network environment and the number of Internet users,the sharp decline in the number of QQ users and the rapid growth of We Chat users reflect the unsustainable use behavior of QQ users and the reality of users' transfer to We Chat.Based on social media users from using QQ software to use We Chat software as the research clue,based on the grounded theory of 25 semi-structured interviews,the high frequency of social media users will interview data forms through open coding 23 categories,based on the logical relationship between each category and inner link,after axial coding will be grouped into six main categories,respectively: personal factors,external environment factors,push factors and pull factors,social media is tired and users.Through selective coding,the "story line" is developed to connect the six main categories into a relational structure,thus forming six theoretical frameworks,which are as follows: Personal factors influence on social media is tired,the influence of environmental factors on the individual cognition,thrust factors on the impact of social media is tired,pull factors impact on users to transfer,the influence of environmental factors on the user to transfer,the influence of social media burnout transfer to the user,to explore and explain why don't the tencent QQ users continue to use the software and why conversion using We Chat mechanism,then social media burnout and user interaction relationship between transfer behavior,build social media users burnout caused by emotional factors and its platform transfer behavior model.This paper reveals and analyzes the main factors that lead to burnout and transfer behavior of social media users,and puts forward relevant suggestions to social media platform managers.